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0:00
Hi. This is Neal Wolff, and
I'm the Editor-in-Chief
of this new pharmaceutical
marketing series
brought to you by
Henry Stewart Talks.
I wanted to take a
moment to share with you
some of the key presentations
that are part of this series
a little bit of what
you will learn as
you watch each of the videos,
and a little bit about
each of the speakers.
0:22
Richard Czerniawski is the
Founder and President of
Brand Development
Network International
and he's a global leader,
professor, and publisher
in marketing, branding,
and promotion.
He will share his expertise
in the areas of brand marketing,
share examples of branding,
define brand positioning
and its importance,
provide a framework for
brand positioning
and brand strategy,
and go into detail about
key elements of strategy.
He uses great examples to show
how this approach has led
to the development of
important iconic
brands and has led to
greater value and uptake
of these products.
0:56
Francesco Lucarelli is the
Chief Commercial Officer of
Boundless Life Sciences Group.
He presents the topic of
the importance of
promotion and advertising.
The importance of understanding
who your target audience
is, how you message them,
what are the regulatory
guardrails that you must
comply with to ensure fair
and balanced communications,
how we integrate and
coordinate the messaging and
outreach and the structure
and execution of a
marketing campaign.
Francesco will describe
how strategy drives
all of these efforts
and walks you
through what a
patient journey is,
how it will help you navigate,
where to add the most
value for a new product,
and how to use it along
with market research
to help shape your
brand strategy.
1:36
Liz Presson is the Founder
and CEO of Pursuit,
and she will use her
years of experience
in creating executive
digital strategies
and present the topic,
digital marketing
in pharmaceuticals.
This is an important topic of
how to incorporate a
digital marketing plan,
how to create one, implement it,
along with performance
metrics to
evaluate how the plan is doing.
She describes key components
of a digital strategy,
including search
engine optimization,
website development,
content and tools,
tracking metrics, and
digital real estate.
Liz will also review how
to ensure the plan and
tactics are compliant with
all regulatory and
legal restrictions.
Monica Saldivar is the
Executive Director
